New fees for Top Deals, EUR 2 on orders to Austria, changes in Account Health and B2B promotions. What has Amazon changed ahead of Q4 2026?

Last updated: 23/09/2026

In the last fortnight, Amazon has introduced several changes regarding promotions, Account Health and customer service. Added to this are new costs associated with Top Deals on some European marketplaces, and a tax on B2C orders delivered to Austria.

Not every update requires an immediate response, but some are worth considering ahead of the busy Q4 sales period. We have gathered the most important information and - above all - its practical significance for sellers.

Table of contents:

1. Amazon Business Deals: separate promotions for B2B customers

2. Top Deals are now paid in some markets

3. Account Health Rating rewards good FBM customer service

4. Seller Challenge: an additional option for listing issues

5. Creating coupons will be faster

6. From 1 October, tax on B2C orders delivered to Austria

7. Summary

8. FAQ – frequently asked questions

Amazon Business Deals: separate promotions for B2B customers

From 31 August 2026, sellers can create limited-time promotions targeted exclusively at Amazon Business customers. The feature is available in Germany, the UK, France, Italy and Spain, as well as the US, Canada, Japan, Mexico and Australia.

Amazon Business Deals can last from one hour to 30 days. The discount can be set as a Fixed Price or Percent Off. To qualify for the promotion, a product must, among other things, have a minimum rating of 3.5 stars, be sold as new, and meet Amazon’s price and seller performance requirements.

The minimum discount is:

• 10% for standard Business Deals,

• 15% during events such as Prime Big Deal Days, Black Friday or Cyber Monday.

Until the end of 2026, selected offers during major shopping events may additionally receive greater visibility through email and push communications run by Amazon.

What does this mean for the seller?

If your products have B2B potential and you already use Business Prices, a new tool becomes available to engage this customer group without having to discount all consumer traffic. Ahead of Q4, it is worth checking which products qualify for Business Deals and whether the required discount level still leaves an acceptable margin.

Promotions should be analysed together with Amazon Ads campaigns so that the discount, ad budget, and expected sales growth are not planned independently of each other.

Top Deals are now paid in some markets

Information provided by Amazon Customer Service indicates that Managed Best Deals are Top Deals and in some European marketplaces a fee is now applicable, based on the sales generated by the promotion.

The rates are as follows:

This changes how the profitability of promotions should be evaluated. Sales growth alone no longer shows the full picture - in some markets, the discount is accompanied by an additional deal cost.

What should you do?
Before launching your next Top Deal, calculate the promotion separately for each marketplace. The same mechanism may have a different level of profitability in DE, ES, or PL due to the differences in fees.

Account Health Rating rewards good FBM customer service

Amazon has also updated the Account Health Rating. Sellers who fulfil orders through the FBM model and handle customer service themselves can receive up to 12 additional AHR points for strong service performance.

Amazon considers three metrics:

• Buyer contact rate below 0.50%,

• average response time to messages below 12 hours,

• Buyer dissatisfaction rate below 4.5%.

Important: poorer performance in these areas will not lead to restrictions on selling privileges. The mechanism works the other way around - good service can boost your AHR score.

What does this mean in practice?
With FBM, it is now worth monitoring not only the response speed, but also the reasons behind customer contacts. Repeated requests for returns or replacements may indicate an issue with the product, shipping, or the information the customer received before purchasing.

This data can be checked in Customer Service Quality Insights within Feedback Manager.

Seller Challenge: an additional option for listing issues

Another change applies to sellers covered by Account Health Assurance.

Seller Challenge allows you to request Amazon to perform an additional verification of eligible listing-level policy decisions, but only after you have exhausted standard appeal options.

A seller can use the Seller Challenge three times within a 180-day period. Additional documents can be attached to the submission, and Amazon states that its teams will aim to reach a decision within 48 hours.

If the challenge is accepted, the previous decision is reversed and the listing is restored.

What is worth remembering?
The Seller Challenge does not replace the standard appeal process. It is an additional path for more complex cases. Because the number of submissions is limited, it is best to use it deliberately and after gathering complete documentation.

Account Health Assurance status can be checked directly in the Account Health dashboard.

Creating coupons will be faster

Amazon has also simplified the workflow for creating Coupons in Seller Central.

The new process:

• automatically saves progress,

• allows you to return to an unfinished configuration,

• shows a summary of the entire promotion before submission,

• enables copying a previous coupon and using its settings as a starting point,

• displays the sequential steps of the configuration.

This is primarily an operational enhancement, but with a larger number of promotions, it can save a real amount of time in their preparation.

What to watch out for?
The ability to copy previous settings speeds up work, but it also increases the risk of automatically transferring parameters that no longer fit the current campaign. Therefore, the review screen should be treated as a mandatory control step before publishing.

From 1 October, tax on B2C orders delivered to Austria

Another change will come into force on 1 October 2026.

According to the information provided to sellers, the Austrian parcel tax law - Paketsteuergesetz (PakStG) - introduces a fee of EUR 2 on B2C orders delivered to customers in Austria.

The change covers both orders fulfilled by Amazon through FBA, and FBM orders from Amazon in:

• the United Kingdom,

• Germany,

• France,

• Italy,

• Spain.

What should the seller do?
If you sell to Austria, include this new cost in your profitability calculations before 1 October. For lower-priced products, an additional EUR 2 can have a noticeable impact on the bottom line of an individual order.

Summary

Among the recent updates, three areas require special attention ahead of Q4.

If you use Top Deals - check the new fees and recalculate the profitability of your promotions in each market. If you sell B2B - verify which ASINs can leverage Amazon Business Deals. If you fulfil FBM orders - look into your customer service metrics, as good service can now directly support your Account Health Rating.

And if you sell B2C to Austria, do not wait until October to calculate the impact of the new fee.

The common denominator of these changes is simple: promotions, Account Health, and sales costs are increasingly difficult to analyse in isolation. Before entering the most important period of the year, it is therefore worth checking not only what tools Amazon makes available, but also how they affect your margins, processes, and account security.

With a larger number of products and marketplaces, this is precisely why it is worth looking at these areas collectively as part of comprehensive sales management on Amazon.

FAQ – frequently asked questions

Does Amazon charge a fee for Top Deals in Europe?

Yes, in some European marketplaces Top Deals are subject to a fee based on the sales generated by the promotion. According to the information outlined in the article, this is 0.75% in Germany and the UK, and 0.5% in France, Italy, and Spain, with specified maximum limits. In the NL, PL, SE, BE, and IE markets, this fee does not apply.

What are Amazon Business Deals?

Amazon Business Deals are limited-time promotions targeted exclusively at Amazon Business customers. They can last from one hour to 30 days, and the discount can be set as a Fixed Price or Percent Off. This allows you to promote products in the B2B segment without having to apply the same discount to all consumer traffic.

What is the minimum discount for Amazon Business Deals?

A standard Business Deal requires at least a 10% discount. During shopping events such as Prime Big Deal Days, Black Friday, or Cyber Monday, the minimum discount indicated in the article is 15%. Before launching a promotion, it is therefore worth checking whether the required discount level leaves an adequate margin.

How does customer service affect Account Health Rating?

FBM sellers who handle customer service themselves can receive up to 12 additional Account Health Rating points for strong service performance. Amazon considers Buyer contact rate, average response time, and Buyer dissatisfaction rate. Poorer results in these areas, however, will not lead to a deduction of points or restriction of selling privileges.

What is the Seller Challenge on Amazon?

The Seller Challenge is an additional opportunity for sellers covered by Account Health Assurance to contest an eligible Amazon listing-level policy decision. It can be used after standard appeal options have been exhausted. According to the information presented in the article, a seller can use the Seller Challenge three times within a 180-day period.

What has changed in creating Amazon coupons?

Amazon has simplified the workflow for configuring Coupons in Seller Central. The system automatically saves progress, allows you to return to an unfinished configuration, copy previous coupons, and shows a summary of the promotion before submission. However, when copying previous settings, it is still worth re-checking all parameters before publishing.

Does Amazon charge EUR 2 for orders delivered to Austria?

According to the information described in the article, from 1 October 2026, the Austrian Paketsteuergesetz (PakStG) law is to introduce a fee of EUR 2 on B2C orders delivered to customers in Austria. It is set to cover FBA and FBM orders as indicated in the article, which is why this cost should be factored into profitability calculations for selling to Austria.

What should Amazon sellers look out for ahead of Q4 2026?

Ahead of Q4, it is worth recalculating the profitability of Top Deals across individual marketplaces, checking the possibility of using Amazon Business Deals, and verifying the customer service metrics that affect AHR. Sellers delivering B2C orders to Austria should additionally factor the new fee into their order cost calculations.